Low Hanging Fruit: How Sports Talk Radio Hosts Discuss Racism

Talk radio has grown exponentially in the United States. The growth in talk radio was ignited by the Telecommunications Act of 1996, which allowed station owners to purchase more stations without antitrust scrutiny. One of the most popular formats on the radio is sports talk radio. Sports talk radio provides a unique entry point to understand how callers and hosts discuss racism in sport. The purpose of this study is to advance our understanding of race on the radio by examining how sports talk radio hosts discuss racism. The researcher interviewed 15 sports talk radio hosts over the phone to better understand how they discuss racism on the airwaves. After reviewing the transcripts and going through several rounds of data analysis, three themes were discovered: We can smell it, race is not always about race, and Black/White binary.